MultiChoice’s Price Hike and the Threat to Nigeria’s Viewing Culture

MultiChoice, a leading entertainment powerhouse in Africa, announced an increase in the prices of its DStv and GOtv subscription packages, effective March 1, 2025. The company attributes this adjustment to “prevalent economic factors,” making it the second price hike in less than a year. Under the new pricing structure, DStv Premium subscribers will now pay ₦44,500, a 20% increase from the previous price of ₦37,000. The Compact Plus package will rise from ₦25,000 to ₦30,000, while the Compact bouquet will move from ₦15,700 to ₦19,000.

During that price hike in May 2024, MultiChoice Group reported losing 243,000 subscribers across its Nigerian operations between April and September. The latest increase has reignited consumer frustration, with many taking to social media to question whether the service remains affordable or even necessary.

Despite the backlash, MultiChoice remains the dominant force in Africa’s entertainment landscape. As the parent company of DStv and GOtv, it has delivered premium television content but also contributed significantly to the creative economy. Its establishment of the Africa Magic Viewers’ Choice Awards (AMVCA) in 2013 cemented its role in celebrating excellence in African film and television. 

For many Nigerians, DStv is more than just home entertainment, it connects the viewing center network. These are small businesses where men gather to watch football matches, primarily the English Premier League and UEFA Champions League. These venues found on nearly every street corner in Lagos mainland and beyond, serve as social hubs where fans engage in lively debates, place friendly bets, and share in the communal joy of football.

While MultiChoice has successfully expanded its reach across the continent, its increasingly costly subscription model risks alienating a core segment of its Nigerian audience. As subscription costs rise, viewing center operators will inevitably pass the burden onto customers, making access more expensive for the average Nigerian. With the possibility of continued price hikes, the long-term sustainability of these centers is at risk.

The potential loss of viewing centers extends beyond economics, threatening an integral part of Nigerian social life. For many, these spaces are more than just a place to watch sports; they are gathering points that foster friendships, workplace camaraderie, and a shared sense of community.

While Netflix and other streaming platforms continue to expand their presence in Nigeria, they have yet to replicate DStv’s embedded role in everyday life. For the food vendor and the mechanic, DStv is an entertainment option but a cultural touchstone that connects them to local and international events.

MultiChoice’s recurring price hikes highlight a growing tension between profitability and accessibility. If affordability concerns continue to escalate, DStv may face an exodus of customers—much like the 243,000 subscribers lost last year. StarTimes, DStv’s biggest competitor in Nigeria, now finds itself at a pivotal moment. If it can position itself as a more affordable option while maintaining access to key content, it could step into the space that DStv has long dominated.

As Nigeria’s economy remains unstable, the question is no longer just about price but about value: Is DStv still worth it? If MultiChoice fails to address this growing discontent, it may open the door for competitors like StarTimes to redefine the future of television in Nigeria.